本文選題：中國(guó)互聯(lián)網(wǎng) + 商業(yè)廣告��； 參考：《蘇州大學(xué)》2010年碩士論文

【摘要】： 隨著中國(guó)互聯(lián)網(wǎng)產(chǎn)業(yè)的不斷發(fā)展以及計(jì)算機(jī)技術(shù)的持續(xù)創(chuàng)新,互聯(lián)網(wǎng)商業(yè)廣告已為廣大網(wǎng)民所熟知。現(xiàn)如今,它不僅是眾多網(wǎng)站維系生存與發(fā)展的盈利手段,而且也是人們獲取日常信息的重要途徑。 在中國(guó),互聯(lián)網(wǎng)商業(yè)廣告是一種嶄新的媒體廣告形式,它是由先進(jìn)技術(shù)與中國(guó)文化相互融合而產(chǎn)生的。相較其他類型廣告而言,中國(guó)互聯(lián)網(wǎng)商業(yè)廣告有著其特有的視覺(jué)傳達(dá)特點(diǎn)。隨著互聯(lián)網(wǎng)媒體影響力的日益擴(kuò)大,我們探究其商業(yè)廣告視覺(jué)傳達(dá)的特點(diǎn)就有了一定的必要性。 中國(guó)互聯(lián)網(wǎng)商業(yè)廣告視覺(jué)傳達(dá)特點(diǎn)形成及影響的因素主要有技術(shù)因素和文化因素兩個(gè)方面,本文對(duì)視覺(jué)傳達(dá)特點(diǎn)的分析也是主要分為這兩個(gè)部分加以論述的。由技術(shù)因素決定的視覺(jué)傳達(dá)特點(diǎn)包括:交互性與時(shí)空無(wú)限性、針對(duì)性與時(shí)效性、強(qiáng)烈感官性等,這部分是由相關(guān)的傳播理論知識(shí)加以分析的。由文化因素決定的視覺(jué)傳達(dá)特點(diǎn)包括:中國(guó)漢字、傳統(tǒng)圖形、民族色彩等,這部分是由相關(guān)的符號(hào)理論知識(shí)加以闡述的。與此同時(shí),通過(guò)互聯(lián)網(wǎng)商業(yè)廣告與其他類型廣告視覺(jué)傳達(dá)特點(diǎn)的相互對(duì)比,我們進(jìn)一步了解了以上特點(diǎn),并熟知了互聯(lián)網(wǎng)商業(yè)廣告視覺(jué)傳達(dá)的商業(yè)化特征。上述結(jié)論共同組成了中國(guó)互聯(lián)網(wǎng)商業(yè)廣告視覺(jué)傳達(dá)的特點(diǎn)。 在媒體形式多元化發(fā)展的今天,互聯(lián)網(wǎng)新媒體產(chǎn)業(yè)發(fā)展迅猛,它在視覺(jué)傳達(dá)方面表現(xiàn)出了諸多優(yōu)勢(shì)與不足。在總結(jié)中國(guó)互聯(lián)網(wǎng)商業(yè)廣告視覺(jué)傳達(dá)特點(diǎn)的基礎(chǔ)上,廣告設(shè)計(jì)及相關(guān)運(yùn)作也可以得到一定的幫助。我相信,隨著互聯(lián)網(wǎng)新媒體產(chǎn)業(yè)在中國(guó)的蓬勃發(fā)展,這一新興廣告形式必將更好地服務(wù)于廣大人民群眾。
[Abstract]:With the continuous development of China's Internet industry and the continuous innovation of computer technology, Internet commercial advertising has been well known to the majority of Internet users. Nowadays, it is not only a profitable means for many websites to survive and develop, but also an important way for people to obtain daily information. In China, Internet advertising is a new form of media advertising, which is produced by the combination of advanced technology and Chinese culture. Compared with other types of advertising, Chinese Internet advertising has its unique visual communication characteristics. With the increasing influence of Internet media, it is necessary for us to explore the characteristics of visual communication in commercial advertisements. The characteristics of visual communication in Chinese Internet commercial advertisements are mainly formed and influenced by two aspects: technical factors and cultural factors. The analysis of the characteristics of visual communication in this paper is mainly divided into these two parts to discuss. The characteristics of visual communication determined by technical factors include: interactivity and infinity of time and space, pertinence and timeliness, strong sensuality and so on, which is analyzed by relevant theoretical knowledge of communication. The characteristics of visual communication determined by cultural factors include: Chinese characters, traditional graphics, national colors and so on, which are explained by the relevant theoretical knowledge of symbols. At the same time, through the comparison between Internet commercial advertisement and other types of advertising visual communication characteristics, we further understand the above characteristics, and know the commercial characteristics of Internet commercial advertising visual communication. These conclusions together constitute the characteristics of visual communication in Chinese Internet commercial advertising. With the diversified development of media, the Internet new media industry is developing rapidly, which shows many advantages and disadvantages in visual communication. On the basis of summarizing the characteristics of visual communication in Chinese Internet commercial advertising, advertising design and related operation can also be helped. I believe that with the vigorous development of the Internet new media industry in China, this new form of advertising will serve the masses better.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：J524.3

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本文編號(hào)：1979933